日本語 English
| 開講年度/ Academic YearAcademic Year |
20242024 |
| 科目設置学部/ CollegeCollege |
経営学部/College of BusinessCollege of Business |
| 科目コード等/ Course CodeCourse Code |
BT167/BT167BT167 |
| テーマ・サブタイトル等/ Theme・SubtitleTheme・Subtitle |
|
| 授業形態/ Class FormatClass Format |
対面（全回対面）/Face to face (all classes are face-to-face)Face to face (all classes are face-to-face) |
| 授業形態（補足事項）/ Class Format (Supplementary Items)Class Format (Supplementary Items) |
|
| 授業形式/ Class StyleCampus |
講義/LectureLecture |
| 校地/ CampusCampus |
池袋/IkebukuroIkebukuro |
| 学期/ SemesterSemester |
秋学期/Fall semesterFall semester |
| 曜日時限・教室/ DayPeriod・RoomDayPeriod・Room |
火2/Tue.2 Tue.2 ログインして教室を表示する（Log in to view the classrooms.） |
| 単位/ CreditsCredits |
22 |
| 科目ナンバリング/ Course NumberCourse Number |
GBU2101 |
| 使用言語/ LanguageLanguage |
英語/EnglishEnglish |
| 履修登録方法/ Class Registration MethodClass Registration Method |
科目コード登録/Course Code RegistrationCourse Code Registration |
| 配当年次/ Assigned YearAssigned Year |
配当年次は開講学部のR Guideに掲載している科目表で確認してください。配当年次は開講学部のR Guideに掲載している科目表で確認してください。 |
| 先修規定/ Prerequisite RegulationsPrerequisite Regulations |
|
| 他学部履修可否/ Acceptance of Other CollegesAcceptance of Other Colleges |
履修登録システムの『他学部・他研究科履修不許可科目一覧』で確認してください。 |
| 履修中止可否/ Course CancellationCourse Cancellation |
〇（履修中止可/ Eligible for cancellation） |
| オンライン授業60単位制限対象科目/ Online Classes Subject to 60-Credit Upper LimitOnline Classes Subject to 60-Credit Upper Limit |
|
| 学位授与方針との関連/ Relationship with Degree PolicyRelationship with Degree Policy |
各授業科目は、学部・研究科の定める学位授与方針（DP）や教育課程編成の方針（CP）に基づき、カリキュラム上に配置されています。詳細はカリキュラム・マップで確認することができます。 |
| 備考/ NotesNotes |
The Marketing Positioning Strategy course will provide the basic concepts, understanding and tools that form the foundation in understanding how brands and companies gain a competitive position in the global marketplace. In the face of a challenging business environment where change is the only constant, this course aims to present not only the theoretical frameworks and knowledge but also present the students with the opportunity to apply them in various case study discussions.
This course has three main objectives. The first is to help students understand how products and services are positioned in the market. Various products and services from different industries will be examined and discussed in order to provide a comprehensive understanding of segmentation and positioning as well as the driving factors that shape decisions. Students will develop an understanding of positioning through extensive readings, class lectures and case studies. The second objective is to develop students’ ability to think analytically and strategically in addressing marketing issues. Finally, students will acquire the skills in analyzing and applying decision tools and the know-how of analyzing situations and developing positioning strategies.
This course is focusing on marketing positioning strategy starting with segmentation and target selection followed by the various positioning strategies that are adopted by different products and services. We will also be looking at different case examples in order to enhance further comprehension and application of the respective strategies.
| 1 | Course Orientation & Situation Analysis |
| 2 | Segmentation, Targeting and Positioning |
| 3 | Attributes/ Features and Benefits Positioning |
| 4 | Use Positioning |
| 5 | Price Positioning |
| 6 | Mid term test |
| 7 | Product Class Positioning |
| 8 | Cultural Symbol Positioning |
| 9 | Brand Positioning |
| 10 | Competitor Positioning |
| 11 | Service Positioning |
| 12 | Repositioning |
| 13 | Final Presentation |
| 14 | Final Presentation |
板書 /Writing on the Board
スライド（パワーポイント等）の使用 /Slides (PowerPoint, etc.)
上記以外の視聴覚教材の使用 /Audiovisual Materials Other than Those Listed Above
個人発表 /Individual Presentations
グループ発表 /Group Presentations
ディスカッション・ディベート /Discussion/Debate
実技・実習・実験 /Practicum/Experiments/Practical Training
学内の教室外施設の利用 /Use of On-Campus Facilities Outside the Classroom
校外実習・フィールドワーク /Field Work
上記いずれも用いない予定 /None of the above
This course focuses on combining case studies and theoretical frameworks. Hence, students are required to prepare before each class in terms of reading the assigned cases accordingly.
| 種類 (Kind) | 割合 (%) | 基準 (Criteria) |
|---|---|---|
| 平常点 (In-class Points) | 100 |
Class Participation(20%) Midterm test(40%) 最終レポート(Final Report)(40%) |
| 備考 (Notes) | ||
| その他 (Others) | |||||
|---|---|---|---|---|---|
| There will be no compulsory textbook required for this course, as the contents will be taken from various texts and books. Slides used in class will be shared and downloadable via Canvas LMS. The contents of the slides will be taken from the following texts 1.Marketing Management, Philip Kotler and Kevin Lane Keller, Pearson, 14th edition. 2.Market Segmentation: How to do it and How to profit from it, Malcolm McDonald, 4th edition. 3.Kellogg on Marketing, Philip Kotler, 2nd edition. 4.Segmentation and Positioning for Strategic Marketing Decisions, James H. Myers. 5.International Marketing, Philip Cateora, Mary Gilly and John Graham, 14the edition. |
| その他 (Others) | |||||
|---|---|---|---|---|---|
| Cases will also be used in class and will be distributed via Canvas LMS respectively. |
The above course schedule is tentative and is subject to change. Changes will be communicated in class accordingly.
Sheltered Course(Min.TOEIC:730)
The Marketing Positioning Strategy course will provide the basic concepts, understanding and tools that form the foundation in understanding how brands and companies gain a competitive position in the global marketplace. In the face of a challenging business environment where change is the only constant, this course aims to present not only the theoretical frameworks and knowledge but also present the students with the opportunity to apply them in various case study discussions.
This course has three main objectives. The first is to help students understand how products and services are positioned in the market. Various products and services from different industries will be examined and discussed in order to provide a comprehensive understanding of segmentation and positioning as well as the driving factors that shape decisions. Students will develop an understanding of positioning through extensive readings, class lectures and case studies. The second objective is to develop students’ ability to think analytically and strategically in addressing marketing issues. Finally, students will acquire the skills in analyzing and applying decision tools and the know-how of analyzing situations and developing positioning strategies.
This course is focusing on marketing positioning strategy starting with segmentation and target selection followed by the various positioning strategies that are adopted by different products and services. We will also be looking at different case examples in order to enhance further comprehension and application of the respective strategies.
| 1 | Course Orientation & Situation Analysis |
| 2 | Segmentation, Targeting and Positioning |
| 3 | Attributes/ Features and Benefits Positioning |
| 4 | Use Positioning |
| 5 | Price Positioning |
| 6 | Mid term test |
| 7 | Product Class Positioning |
| 8 | Cultural Symbol Positioning |
| 9 | Brand Positioning |
| 10 | Competitor Positioning |
| 11 | Service Positioning |
| 12 | Repositioning |
| 13 | Final Presentation |
| 14 | Final Presentation |
板書 /Writing on the Board
スライド（パワーポイント等）の使用 /Slides (PowerPoint, etc.)
上記以外の視聴覚教材の使用 /Audiovisual Materials Other than Those Listed Above
個人発表 /Individual Presentations
グループ発表 /Group Presentations
ディスカッション・ディベート /Discussion/Debate
実技・実習・実験 /Practicum/Experiments/Practical Training
学内の教室外施設の利用 /Use of On-Campus Facilities Outside the Classroom
校外実習・フィールドワーク /Field Work
上記いずれも用いない予定 /None of the above
This course focuses on combining case studies and theoretical frameworks. Hence, students are required to prepare before each class in terms of reading the assigned cases accordingly.
| 種類 (Kind) | 割合 (%) | 基準 (Criteria) |
|---|---|---|
| 平常点 (In-class Points) | 100 |
Class Participation(20%) Midterm test(40%) 最終レポート(Final Report)(40%) |
| 備考 (Notes) | ||
| その他 (Others) | |||||
|---|---|---|---|---|---|
| There will be no compulsory textbook required for this course, as the contents will be taken from various texts and books. Slides used in class will be shared and downloadable via Canvas LMS. The contents of the slides will be taken from the following texts 1.Marketing Management, Philip Kotler and Kevin Lane Keller, Pearson, 14th edition. 2.Market Segmentation: How to do it and How to profit from it, Malcolm McDonald, 4th edition. 3.Kellogg on Marketing, Philip Kotler, 2nd edition. 4.Segmentation and Positioning for Strategic Marketing Decisions, James H. Myers. 5.International Marketing, Philip Cateora, Mary Gilly and John Graham, 14the edition. |
| その他 (Others) | |||||
|---|---|---|---|---|---|
| Cases will also be used in class and will be distributed via Canvas LMS respectively. |
The above course schedule is tentative and is subject to change. Changes will be communicated in class accordingly.
Sheltered Course(Min.TOEIC:730)